Why is the ice cream in Guangdong so delicious?

Wuyangshi Ice Cream, Guang Zhouta Ice Cream, Pearl River Cruise Ice Cream, Shawan Ancient Town Ice Cream ... This summer, Wenchuang Ice Cream in various scenic spots in Guangdong continued to "go out of the circle". Many young people and parent-child families take this ice cream to punch in and spend it in the scenic spot.

Guang Zhouta ice cream.

"Everything can have ice cream." In a word, it can explain the circle effect of Wenchuang ice cream in recent years. Since the beginning of summer, the continuous high temperature in Guangdong has driven summer products such as cold drinks and ice cream into the sales season. Wenchuang ice cream conforms to the new demand of consumption, and with its cultural connotation and eye-catching value, it has become a sharp weapon of cultural tourism consumption and a new bright spot of summer economy.

Behind the popularity of Wenchuang ice cream is the effect created by the integration of scenic cultural IP and social attributes of consumption scenes, which has broad prospects in the future. Experts said that if Wenchuang ice cream wants to change from "network celebrity" to "long red", it still needs to be improved in terms of taste technology, standard setting and IP implementation to meet the new consumption upgrading needs of tourists.

Wenchuang ice cream "out of the circle"

Unlock the new "Go here" gesture.

In front of Wuyang Stone Square in Yuexiu Park, Guangzhou, many young tourists hold a lifelike ice cream shaped like Wuyang, taking photos with the scenic spots and punching cards, which is low-key, subtle and unique.

"This kind of ice cream is very popular, especially for young people and parent-child families." Meng Yue, head of the business department of Yuexiu Park in Guangzhou, said that Wenchuang Ice Cream with the design concept of Wuyang Stone Statue was launched in the park on June 5438+ 10 last year, and it was very popular as soon as it was launched. "Many tourists came to the park with photos and asked if there was any ice cream for sale."

Wuyangshi ice cream.

Now, this unique Wenchuang ice cream can be bought in many grocery stores and Volkswagen milk experience stores in Yuexiu Park, Guangzhou, with a sales volume of 2,000 pieces at the peak time. Styling Wenchuang ice cream is not only sold in Yuexiu Park, but also in some offline milk shops and online e-commerce platforms in Guangzhou. In view of the recent high temperature weather, the sales volume of this ice cream has also increased significantly, and the sales volume in July increased by 1.5 times compared with that in June.

Guang Zhouta, a landmark in Guangzhou, is one of the earliest scenic spots in Guangzhou that serve Wenchuang ice cream. In 2020, the scenic spot took the lead in launching the ice cream with the shape of "small waist" to create a market. "Since July, the store has sold about 250 pieces every day, and 1 of every five visitors will buy our Wenchuang ice cream." Cao Xiuyan, an employee of the management branch of Guang Zhouta Tourism Culture Development Co., Ltd., said that in the hot summer, the sales of Wenchuang ice cream increased rapidly, with a single store selling about 250 on weekdays and 300 to 400 on weekends.

Opening packages, holding ice cream, taking photos of scenic spots and posting social platforms-this is a new gesture for many young people to punch in at present. At present, more and more scenic spots and landmarks in Guangdong have launched Wenchuang ice cream with their own IP elements, including zhenhai tower in Guangzhou, Chenjiaci, Provincial Museum, shenzhen happy valley, Beipo Village in Xixi, Happy Coast PLUS in Shunde and Temple Museum in Foshan. During the "May Day" this year, Dinghushan Tourist Area in Zhaoqing also joined the ranks, and launched three cultural and creative ice creams based on Dinghushan Archway, Jiulongding and Butterfly Valley.

Wenchuang ice cream in Shawan ancient town.

The reporter visited the market and found that since the beginning of this year, not only tourist attractions and urban landmarks have innovated and launched Wenchuang ice cream, but many brand businesses have also launched corresponding summer cool drinks with the help of Wenchuang charm.

A brand ice cream shop in Jiazheng Square, Guangzhou, displays eight wenchuang ice creams, with shapes such as "Bo Ju Wei", "Two-sided God Man", "Bronze galloping horse" and "Western Jin Dynasty green glazed beast statue", all of which are joint models of the brand and the local museum. The flavors of ice cream are also very rich, including chocolate, matcha, weak milk, roses and so on. These wenchuang ice creams with IP attributes have also been popular among many consumers this summer.

Ice cream on her tongue

Scale-down cultural landmarks

Not only in Guangzhou, but also in the whole country, the upsurge of Wenchuang ice cream, which is regarded as the "scenery" on the tip of the tongue, swept across the country, with the trend that "everything can be ice cream". Why is Wenchuang ice cream so sought after?

"Wenchuang ice cream can be said to be a cultural carrier and belongs to one of the contents of the national tide culture." Zhou Gang, director of Guangzhou Fengxing Dairy Ice Cream Division, believes that tourist attractions themselves have social attributes, and launching products with high relevance, high value and strong uniqueness can add more new gestures to tourists. "In this way, the existence and value of Wenchuang ice cream are highlighted."

For tourists, Wenchuang ice cream not only becomes a unique expression of the sense of tourism ceremony, but also adds creativity to tourists' punching in. It also absorbed the local culture, and the heavy history collided with the trend culture, which narrowed the distance between the scenic spot and the public.

Ferris wheel ice cream.

In fact, with the upgrading of consumption, the consumer market appears to pursue personalization, quality and other demands, and the public's demand for daily ice cream is no longer satisfied with simple taste enjoyment. Products with cultural creativity and quality connotation can satisfy spiritual enjoyment and get favorable comments.

"Wenchuang ice cream is popular because it is delicious and fun. In some specific consumption scenarios, such products are highly compatible with consumer demand. " Zhang Lei, brand director of Beibei Bottle, who has designed Wenchuang ice cream for many scenic spots in China, said that while consumers enjoy delicious food, they also experience the fun brought by the products, which can be a key prop to share good times on the Internet. "

"Compared with the past, today's young people are more pursuing experiential and immersive tourism consumption. Before going out, they should check the raiders, and then shop and punch in. Wenchuang ice cream has a unique sales scene, which can be more out of the circle combined with the spread of social media. " Li Minghua, deputy secretary of the General Party Branch of Guang Zhouta, said.

Cruise ice cream.

In addition, after adding the new gameplay of Wenchuang ice cream, the scenic spot will also benefit.

After the launch of Wenchuang ice cream in Dinghushan Scenic Area in May this year, it quickly became a hot-selling product and attracted a large number of "fans". Liang Sida, deputy general manager of Zhaoqing Dinglv Tourism Development Company, said that under the background of "network celebrity economy", Wenchuang ice cream is conducive to broadening the operating channels of scenic spots, promoting Dinghushan scenic spot with points and areas, and constantly polishing the golden signboard of Dinghushan 5A-level scenic spot.

Lion ice cream.

"Wenchuang ice cream has a broad development prospect and has a long tail effect. For example, after this round of Wenchuang ice cream upgrade has become a standard in scenic spots, there will be a new round of taste innovation and styling changes. " Insiders suggest that if domestic Wenchuang ice cream wants to become a "long red" cause, on the one hand, it needs to optimize the cost, and at the same time, it needs to further improve the taste, taste and technology; On the other hand, it provides more high-quality and interesting products for the industry and continuously injects vitality into the market.

"At present, Wenchuang ice cream is in a mature stage. Due to the small production and sales volume, its cost is generally high, and the price, standard and supply chain need to be further improved. But Wenchuang ice cream is still ice cream after all, and it is used for consumption. It is also necessary to standardize food hygiene and safety. " Bai Wen Xi, chief economist of IPG China, said that the "going out of the circle" of Wenchuang ice cream needs the help of marketing promotion and diversion of major scenic spots.